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Vision Chain is Now Orchestro

Building on a 10-year track record of helping the world's largest
brands make better decisions with demand execution management, Orchestro
- the company formerly known as Vision Chain - announces new leadership
and an aggressive expansion of product development, operational and
customer support, sales and marketing.

Orchestro solves the burning question for all consumer product
companies: How to instill the agility and actionable intelligence
required to win an edge - across every aspect of the business - and make
the best demand decisions to increase on-shelf availability, run better
promotions, or invest in the right category expansion.

"Consumers know what they want, and expect it to be there. It's that
simple. On the back end, retailers and consumer product companies need
to proactively sense where demand is heading, understand the drivers,
and create opportunities for customer delight," said Prashanth
V. (PV) Boccasam, the newly appointed CEO of Orchestro and general
partner at Novak Biddle Venture Partners. "For the past decade, this
company has been turning Big Data into priorities, roadmaps and results.
Our growth is a testament to the value our customers derive; now it's
time to crank up the heat."

Orchestro has nearly doubled its team in the past 90 days - with plans
to hire 5 more by month-end - to help brands meet the sky-high stakes of
the consumer-driven supply chain.

The new corporate identity reflects the fundamental transformaion of
consumer markets today. Product teams need to make sense of new
channels, new data sources, more connected shoppers, and more
inter-dependent supply chains. The name Orchestro represents a more
effective way to orchestrate supply and demand, at the speed of the
consumer market.

"This team has consistently played a pivotal role in its customers'
business transformation, with Big Data analytics before Big Data was
even a concept," said Jack Biddle, Orchestro board chairman and Novak
Biddle managing partner. "Couple that kind of track record with
cloud service delivery and a solution that meets the urgency of consumer
expectations - and you have a winning opportunity in anyone's book."

According to Lora Cecere, Supply
Chain Insights founder and author of Bricks
Matter: The Role of Supply Chains in Building Market-Driven
Differentiation: "The next generation of analytics will allow
companies to test and learn in market and translate impacts across the
supply chain from the customer's customer to the supplier's supplier."